The win follows shortly after Soho Square set up its China operations in 2006, and will see the boutique focus heavily on Carlsberg’s Chill variant — a younger brand that has already seen considerable success in the mainland premium beer segment.
“Basically, we want to position Carlsberg Chill not only around the functional benefit, but also the emotional benefit, of being fun-loving,” Carlsberg marketing manager VanLai told Media, adding that Carlsberg Chill’s media spend amounts to Rmb 40 million (US$5 million).
While Carlsberg’s Green Label remains available on the mainland, the brand has struggled to make headway, particularly in comparison to Chill. Accordingly, Lai noted that Soho Square’s Green Label work would largely encompass adapting international work. The new Chill campaign, meanwhile, will roll out this summer in its key urban strongholds — which include Guangzhou, Beijing and Chengdu.
Carlsberg’s key competitors in the premium segment are first-placed Budweiser and Heineken. “We are gunning for the number two position,” said Lai.
While the trio’s pricing points differ only marginally, Lai pointed out that Carlsberg Chill’s core brand equity revolves around fun. Meanwhile, Budweiser’s positioning as a beer for celebrations leans more towards the mass market, while Heineken has a slightly more mature, premium image.
Former Grey executive Daisy Ching is currently GM of Soho Square Shanghai, which is billed as an independent agency within the WPP group.
Lai brushed aside conflict concerns with BatesAsia, which handles key rival Heineken outside China, and said: “They are professional agencies.”
